Strategies for Offline Retailers Considering Showrooming Behavior

670.42;

공과대학 산업공학과 ;

University:서울대학교 대학원

关键词: 670.42;   

Others  :  http://s-space.snu.ac.kr/bitstream/10371/144137/1/000000153077.pdf

美国|英语

来源: Seoul National University Open Repository

【 摘 要 】

therefore, the pricing of a product available for offline shopping and the corresponding pricing of it online were addressed considering showrooming. Specifically, pricing in three channel structures and the strategies of price matching and exclusive product assortment are investigated. Findings reveal that, for a channel structure centralized around an offline channel, offline sellers can control showrooming. In addition, price matching may lead to reduced showrooming.